As the streaming wars heat up, March 2021 was a big month for Netflix. Not only did its shows lead the pack for engaging viewers, but the brand's own ads also ranked in the top spot for capturing audience attention.
When it came to streaming content, shows from Disney+, Peacock, and Amazon Prime narrowly prevented a clean sweep by Netflix across all categories (Co-Viewing, Binge Rate & Attention Index). Meanwhile, B Positive on CBS captured the best Ad Attention for broadcast TV.
In March 2021, ads from Dawn, HEARTGARD Plus, and Applebee's performed the best at breaking through and capturing audience attention.
Below are the top performers according to our data across advertising, and broadcast, cable, and streaming content.
TVision uses cutting-edge technology to uncover second-by-second, person-level TV engagement data. Brands can improve the impact of every ad by optimizing media placements and creative for attention and engagement. To learn more about our data and how to best leverage it, contact us.
Co-Viewing Rate refers to the number of episode views with more than one person in front of the screen.
| 66% | 66% | 64% | 64% | 64% |
Attention Index measures how effectively a specific program keeps a viewer’s eyes on the TV screen while the viewer is in the room with the TV on. If you are wondering how attention impacts subscribers, take a look at the TVision Q1 2021 Streaming Report, available now.
These were the top Streaming shows for Attention this month.
| 160.3 | 147.3 | 137.2 | 136.7 | 136.1 |
Binge Rate measures the percentage of episode views where the viewer has watched 3 or more episodes in a single session.
| 70% | 61% | 55% | 54% | 52% |
TV Ad Attention measures how effectively an ad or ads held viewers’ attention while they aired. It is measured as the percentage of all ad impressions in which the viewer was looking at the TV screen for two or more seconds. CBS's B Positive was number one for primetime broadcast Ad Attention in the month.
|
52.3%
|
50.3%
|
46.0%
|
44.6%
|
44.3% |
TV Ad Attention measures how effectively an ad or ads held viewers’ attention while they aired. It is measured as the percentage of all ad impressions in which the viewer was looking at the TV screen for two or more seconds. MTV's Floribama Shore was number one for primetime Cable Ad Attention in the month.
| 51.2% | 47.5% | 47.2% | 47.1% | 46.8% |
The brands with the best ad attention scores are leveraging strong creative and making smart media-buying decisions - at the network, program, and daypart level.
|
|
||||
| 43.4% | 42.8% | 42.4% | 41.9% | 41.8% |
TVision's Creative Attention Score measures how well an ad breaks-through to capture attention compared to other ads in the same pod. March's top ads include:
Top Ad for CAS Overall - Dawn - 'Use Dawn’s Superior Grease Cleaning Formula All Around the House'
Top Ad for CAS Female - Heartgard Plus - 'Invisible Threat'
Top Ad for CAS Male - AppleBees - '$1 Bonus Boneless Wings'
For more information on Ad Attention, or TV or CTV Performance, contact us.